E*Trade at Super Bowl 2011

E*Trade, well known for a series of talking babies, ran two commercials during the 2011 Super Bowl: “Tailor” during the second half and “Cat”, after the NFL Final. “Tailor” is a fun play on Italian drama with baby’s tailor doing his last job before retiring to Tuscany. In “Cat,” baby gives smart tips for a tough market. His cat Pepper is a pesky reminder of what can happen if you don’t heed baby’s advice.

E*Trade Baby and Tailor

Click on the image below to play the Tailor video.

Click on the image below to play the Cat video.


The Baby campaign was developed at Grey, New York, by creative director Tor Myhren, creative Jeff Vinick, producer Kimberly Kietz and account director Jon Holding. Editor was Alex Cohan at Vision Post (Grey New York) with assistant editor Matt Steinhardt.

Filming was shot by directors Elma Garcia and Alex Maxwell via Brilliant and The Mill with executive producers Bill Reilly and Jared Yeater, producer Ed Callaghan.

Post-Production / VFX was produced at The Mill, New York, by executive/VFX producer Jared Yeater, 2D lead artists Kevin Quinlan and Adam Grint, 3D lead artists Corey Brown, 2D artists Gigi Ng, John Ciampa, Steve Koenig, Matt Wilmshurst, assist team Robert Bruce and Jeanette Williford, and edit producer Suzie Rosenthal.